Hunker down and find that tin foil cap, pronto! Privacy advocates, we've a new target for you to bang on: Integrated Media Measurement. The 4,900-person media research company is looking to take advertising measurement to a whole new level (or new low, as it were) by embedding tracking modules within cellphones. In short, the module picks up audio from ads and records information about the exposure; in the future, if you were to purchase whatever product you heard about (like seeing a movie that was plugged), it would register a hit and deem you a sucker. As of now, the only testers with these freaky phones are individuals who signed up for this stuff, but you better believe major marketing firms (and TV / movie studios in particular) are perking their ears up and begging to know more.